How to Measure Your Digital Marketing Campaign Performance

Digital marketing is the crucial part of any business strategy.

However, the success of your online marketing campaigns depends on your campaign performance. In order to lead a successful and effective digital marketing campaign, you need to consistently measure the campaign performance. In a nutshell, you cannot improve your marketing campaign without measuring its performance. Analyzing the results your campaign achieves will give you the insight needed for making further plans. Also, it will help to determine in which direction the campaign is going to go.

By measuring the performance of your marketing campaign, you will be able to track how your customers are reacting to your content. According to that data, you can tweak the content you put out. Also, you can tailor it to the needs of your customers to achieve better results. Therefore, the measured data will directly tell you which marketing campaigns you should keep and which ones you will need to change. You will also see how your business is growing thanks to your marketing efforts and you will be able to direct your budget to the campaigns that provide the best results, thus increasing your success and profit. For the sake of your marketing success, let’s take a look at three key factors you should measure.

#1 Visibility

This is going to sound obvious but it is something that is important to point out. The success of your business and your marketing efforts depends on the visibility of your campaigns. If people aren’t seeing your marketing campaigns, there is no point in launching them at all. Therefore, you must pay attention to the visibility of your marketing efforts to ensure better results for your business. In order to check how visible your campaigns are, you need to measure the ROI (return on investment). In this case, it refers to the number of potential customers who became aware of your business through your marketing campaigns.

More simply put, you need to measure how many people learned about your business or found your business through the marketing content you sent out. You can use a number of free analytics tools that can give you insight on this data. These include Google Analytics, Google Search Console and Google Adwords Reporting. Even some social media platforms such as Facebook and Twitter have free analytics tools that can show you how the audience responded to your content. With these tools you can measure the number of users who visited your site as well as how they interacted with your content. On Twitter you can see how many people viewed your marketing content and how many of them clicked on the content you posted. Therefore, you can track the success of that particular tweet by seeing how many people engaged with the content.

#2 Popularity

The second factor you should be measured is closely related to the visibility of your marketing efforts. What you should be measuring here is how popular your content is. Use the analytics tools to see how your audience interacts with your content. You will also be able to see whether you’re choosing good topics and whether the content you’re putting out offers value to your target audience. For this you can also use the Facebook and Twitter “post reach” analytics tool to measure how well your audience is engaging with the content you’re posting.

If there is no engagement with your content, meaning there are no likes, shares or comments on your posts, that is a sign you need to make a change in your marketing efforts. Replace the content and try something different but always measure the results. As you make a shift in your marketing campaign, compare the results with your previous efforts and see which ones work better. This way you will understand your audience’s interests. You will be able to more effectively create content that drives better results. Also make sure to track the engagement on your website. More specifically, track the time the visitors spent on the site and the bounce rate. The bounce rate is the number of visitors who left your site after only visiting the landing page.

#3 Conversions

Last but not least, you need to measure the conversions your marketing campaign generates. This is also one of the most important measurements when it comes to analyzing marketing success. You can use Google Analytics to measure how well your website generates conversions. In case you’re not familiar, a conversion is when your visitor takes the action you want them to take. This can either be to purchase something, to download some content or to answer a question. Therefore, a conversion doesn’t have to be specifically making a purchase. It can be any other goal you want to achieve with a certain marketing campaign.

As you create that goal, you will need to track it in order to analyze which strategy gets more people to make the conversion. This is a very important indicator of your digital marketing campaign performance.  It shows how successful your marketing strategies really are. You can add several goals and measure each of them if you have multiple things you want your audience to do. The most important thing is to measure the data consistently and to not miss out on any insights. Consistent measurement is the only way you can stay on track with what your audience wants to see.

Overall, leading a marketing campaign without measuring analytics is basically shooting in the dark. You want to hit the target but you don’t do what’s necessary to actually find it. Therefore, make sure to start consistently measuring the key factors and indicators of your digital marketing success. We guarantee this will lead to better campaigns and more success for your business. Even though you may not notice it right away, the results will show in the long-run. If you have any questions or concerns about this topic or you need professional assistance, reach out to us for help at

David James

President, Bethesda List Center, Inc + Bethesda Emedia Marketing.